BA 3700/206 BASIC MARKETING, L



BA 3700/206 BASIC MARKETING, L. P. CHEW, CHAPTER 11 REVIEW QUESTIONS

Multiple Choice

Identify the letter of the choice that best completes the statement or answers the question.

____ 1. A tangible product

|a. |is consistent with the definition of the marketing concept. |

|b. |is offered under a given description or model number. |

|c. |is the broadest possible definition of a product. |

|d. |includes both image and service features. |

____ 2. The broadest product definition (in terms of scope) is the ____ product.

|a. |extended |c. |tangible |

|b. |generic |d. |augmented |

____ 3. Service marketing includes

|a. |the sale and rental of durable goods. |

|b. |the sale and rental of nondurable goods. |

|c. |only the sale or rental of owned-goods services. |

|d. |the rental of goods, servicing goods owned by consumers, and personal services. |

____ 4. An impulse product can be best defined as a(n)

|a. |unplanned purchase. |

|b. |purchase characterized by high brand loyalty. |

|c. |low-involvement purchase. |

|d. |novelty or escape purchase. |

____ 5. A product mix is best defined as

|a. |all the different product lines a firm offers. |

|b. |only those products that are sold through a single distribution channel. |

|c. |only those products that appeal to a distinct market segment. |

|d. |only those products that are sold in the global market. |

____ 6. A firm that is classified as a specialist is likely to have a product mix that is both

|a. |deep and narrow. |c. |shallow and wide. |

|b. |deep and wide. |d. |shallow and narrow. |

____ 7. What type of product mix is required by a firm that seeks to be the single source for all of its customers' needs?

|a. |Integrated |c. |Deep and wide |

|b. |Consistent |d. |Deep and narrow |

____ 8. An advantage of a consistent product mix to a marketer is the

|a. |encouragement of one-stop shopping. |

|b. |ability to meet all of a customer's needs within a product segment. |

|c. |ability to satisfy the needs of a diverse group of customers. |

|d. |development and maintenance of a strong image. |

____ 9. A firm can map its products in terms of consumer perceptions and desires, competition, other company products, and environmental changes through

|a. |the semantic differential. |c. |product positioning. |

|b. |product portfolio analysis. |d. |the product life cycle. |

____ 10. Competitive product positioning for a floor covering manufacturer may reveal to a firm that

|a. |two of a firm's products have similar images. |

|b. |consumers desire an easy-to-clean floor covering product. |

|c. |the firm has lost market share to foreign competitors. |

|d. |home improvement centers have increased their sales of floor covering products relative to specialty stores. |

____ 11. Which of these best illustrates the definition of a brand name?

|a. |A word, letter (number), group of words, or letters (numbers) that can be spoken |

|b. |A symbol, design, or distinctive coloring or lettering that cannot be spoken |

|c. |A brand mark that is personified |

|d. |A brand designation that is given legal protection |

____ 12. Which of these best illustrates the definition of a trade character?

|a. |A word, letter, group of words, or letters that can be spoken |

|b. |A symbol, design, or distinctive coloring or lettering that cannot be spoken |

|c. |A brand mark that is personified |

|d. |A brand designation that is given legal protection |

____ 13. Which of these best illustrates the definition of a trademark?

|a. |A brand designation that is given legal protection |

|b. |A symbol, design, or distinctive coloring or lettering that cannot be spoken |

|c. |A brand mark that is personified |

|d. |A word, letter, group of words, or letters that can be spoken |

____ 14. A firm should evaluate and possibly change its corporate symbols when it

|a. |has been subject to adverse publicity. |

|b. |develops a new product. |

|c. |goes private through a leveraged buyout. |

|d. |revises the nature of its business. |

____ 15. Availability at competing retailers, high brand awareness, and high levels of advertising are strategies typically associated with

|a. |generic brands. |c. |dealer brands. |

|b. |manufacturer brands. |d. |private brands. |

____ 16. A major benefit of family branding is the

|a. |ability to capitalize on a uniform image. |

|b. |ease in communicating a product's appeal to multiple market segments. |

|c. |ease in communicating a product's appeal to domestic and foreign markets. |

|d. |ability to effectively appeal to multiple product positions. |

____ 17. A major advantage of the use of individual branding is

|a. |reduced consumer confusion as to a brand's ownership. |

|b. |lower promotional costs. |

|c. |the ability to create separate product images for different market segments. |

|d. |lower packaging costs due to mass production opportunities. |

____ 18. In which form of branding does one firm pay a fee to use the trademark rights held by another firm?

|a. |A cooperative branding agreement |c. |A brand extension agreement |

|b. |A licensing agreement |d. |Family branding |

____ 19. A brand name that becomes descriptive of an entire product category

|a. |will still be considered a legal trademark in all states. |

|b. |can still be registered as a trademark in other states. |

|c. |must be licensed to other firms at a fair royalty rate. |

|d. |will lose its legal protection as a trademark and be considered as public property. |

____ 20. An industrywide classification system used for inventory management and marketing research is

|a. |BehaviorScan. |

|b. |the Optical Scanning Character Recognition system. |

|c. |the Nielsen Scanning System. |

|d. |the Universal Product Code (UPC). |

____ 21. Which type of retailer has the widest product mix?

|a. |Specialty store |c. |Variety store |

|b. |Department store |d. |Supermarket |

____ 22. A major advantage of the use of a venture team in a very large firm is the team's

|a. |autonomous structure. |

|b. |lack of duplication with the overall firm. |

|c. |low-cost structure. |

|d. |ability to meet irregularly, on an as needed basis. |

____ 23. Among the brands of Ford Motor Company are Jaguar, Volvo, Lincoln, Ford, and Mercury. Jaguar is viewed by many as a fine, imported sports car. Volvo is seen as a brand especially concerned with safety, Lincoln as a luxury family car, Ford as a traditional family car, and Mercury as a sporty family car. This illustrates

|a. |ideal point analysis. |c. |company product positioning. |

|b. |the semantic differential. |d. |competitive product positioning. |

____ 24. A firm can leverage its brand equity through use of which of these strategies?

|a. |Brand extension |c. |Brand decision process |

|b. |Individual branding |d. |Use of generic brands |

____ 25. In comparison with dealer brands, manufacturer brands

|a. |attract loyalty to the manufacturer. |

|b. |provide retailers with higher profit margins. |

|c. |are available in fewer outlets. |

|d. |account for a small percentage of supermarket sales. |

____ 26. In comparison with manufacturer brands, dealer brands allow retailers to

|a. |utilize vendor promotional materials. |

|b. |utilize cooperative advertising programs. |

|c. |decrease consumer perceived risk. |

|d. |establish store loyalty. |

____ 27. Compared with multiple branding, an advantage of family branding to a manufacturer is that

|a. |separate brands are sold to different market segments. |

|b. |retail shelf space can be maximized. |

|c. |a firm's promotional costs can be lowered. |

|d. |differentiated marketing opportunities exist. |

____ 28. The use of a package as a point-of-sale display to increase sales in a self-service environment is an example of what packaging function?

|a. |New-product planning |c. |Containment and protection |

|b. |Usage |d. |Communication |

____ 29. When divisible products are sold as single units or as multipacks, which packaging function is involved?

|a. |Segmentation |c. |Channel cooperation |

|b. |Usage |d. |Communication |

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